【Task Description】任务描述
As a result of positive publicity, Bright Idea Trading Co., Ltd takes a great interest in our products and proposes to be the importing agent for HEFEI GOMILE IMP&EXP CO., LTD in the State of Oregon. After obtaining relevant professional knowledge as well as American laws and regulations concerning import agency, Zheng Hao thinks it’s most effective to appoint a local import agent in order to fastly open the market and increase sales. He decides to write to Bright Idea Trading Co., Ltd to inquire relevant issues concerning import agency to confirm the client’s qualifications and marketing capacity in order to prepare for the signing of import agency contracts.
【Knowledge Link】知识链接
（1）代理商和分销商的区别。如果是作为代理，则国外公司就该成品所签订的买卖合同都由我方承担法律责任，这需要我方对国外公司存在相当的信赖关系。如果是经销性质，则只是我方将产品销售给该国外公司，由国外公司在约定的区域内再进行销售，我方不承担该国外公司再进行销售所应承担的法律责任（产品责任除外）。
（2）指定地区范围。合同中应当根据交易的具体情形和我方意图、对方拓展市场的能力，将国外公司代理或经销的区域予以明确约定，以免造成我方产品在不同市场因销售者的不同而相互开展价格竞争。
（3）国外公司对产品在当地市场营销推广的义务。例如，广告宣传、展览、市场信息提供，以及因这些营销推广产生的费用承担问题。
（4）适用法律。在国际贸易中，一定要在合同中预先约定合同所适用的法律，在代理或经销交易中也不例外。
（5）争议解决的方式。这直接决定了今后争议解决的难度和方式，也涉及争议解决方案与决定的执行问题。鉴于仲裁是国际贸易中普遍接受的方式，且容易和方便在各国执行，建议采用仲裁方式，同时要约定仲裁机构和仲裁地点的选择问题。
【Task Underway】任务进行
郑好询问对方进口代理相关事项，以确定对方的资质和销售能力。
Attn: Mr. Andy Burns
Date: May 18th, 2016
Dear Sirs,
We are pleased to confirm the agreement about the agency reached between us after so many discussions. We wish this would be a very good beginning of the business relationship between our two companies and look forward to a happy and successful working relationship with you.
Before drawing up the formal contract for signature we should like to confirm the main points which we have reached as the following:
1. The agency you will operate would begin from January 1st next year for a period of two years, subject to renewal.
2. The commission we can grant on your sales of our products is 5%.
3. You will undertake not to sell the competing products of other manufacturers either on your account or on that of other suppliers.
4. Credit terms should not to be given or promised to any customer without our consent.
5. A special commission of 2% will be added.
6. All questions of difference arising under our agreement will be referred to arbitration.
Upon receipt of your confirmation for the above points we will arrange for the contract to be drawn up and sent to you for your signature.
Yours faithfully,
Zheng Hao
【Communication Skills】沟通技巧
在签订代理合同之前，一些事项需要双方予以确认：
（1）确定代理的期限。
（2）佣金是代理的关键问题。在信函中应确定准确的佣金率。
（3）明确代理的性质。如果确定对方是进口独家代理，应规定对方不得销售其他竞争性的产品。
（4）说明特殊佣金的给予方式。
（5）基于仲裁的优点，应提议代理协议的可能争议提交仲裁，从而排除法院的管辖权。
【Task Extension】任务扩展
Letter 1
Importer’s Application for Being Agent
Dear Sirs,
We have a well-developed sales organization in China. It seems clear that there is a good demand for your tools and as we believe you are not directly represented in China, we are willing to offer our services as your sole agent.
There are good prospects of a very profitable market for your manufactures. We think our 20 years’ experience in these goods should enable us to establish a mutual beneficial business relationship with you.
In view of the network we own for distribution and rich experience in this field, we think that you will agree that a 5 percent commission on net sales is quite reasonable.
It is natural that you would like to know more information about us. Please refer to Bank of China in your city, where we are sure they will provide with you all necessary information about us.
We hope to hear favorably from you and feel sure that we could come to an agreement.
Yours truly,
Letter 2
Exporter’s Favorable Letter（I）
Dear Sirs,
Thank you for your letter asking to be our sole agent. After careful consultations with the references you provided, we are convinced that you are the right partner we can entrust.
We have drafted an agency agreement as enclosed to this letter. Please have a look of the prices and terms to see whether they are acceptable.
We sincerely hope that we could be able to establish a business relationship between our two parties which is pleasant and mutually beneficial.
Yours truly,
Letter 3
Exporter’s Favorable Letter(II)
Dear Sirs,
We are much interested in your proposal to be our sole distributor in marketing our products. Being well experienced and proficient in foreign trade, you will certainly be able to expand the sales of our products, and we are pleased to accept your proposal and hope to start negotiation with you over the terms of exclusive sales.
In our opinion, it would be advisable at the initial stage to take 1,000 “Shangling” Brand Microwave Ovens to test the market. We would like to know the annual quantity you may sell and other conditions. We hope to take this as a start point and have a better cooperation.
We await the draft agreement you may propose.
Faithfully yours,
Letter 4
Exporter’s Unfavorable Letter
Dear Sirs,
We thank you for your inquiry regarding the sole agency for the sale of our products in your country.
After serious consideration, we think that it would be premature when the transaction record shows only a moderate volume of business.
Please do not misinterpret the above remark, which in no way implies dissatisfaction. As a matter of fact, we are quite satisfied with amount of business you have brought us. However, we are of the opinion that turnover must be reached to justify establishing the agency.
In view of the above, we think it’s advisable to postpone this matter. We hope that you will agree with us on this point and continue to give us your cooperation.
Yours faithfully,
Letter 5
Prolonging an Agency Agreement
Dear Sirs,
We are in receipt of your letter of May 24th, 2017, informing us of your desire to prolong our Sole Agency Agreement for one year.
Your endeavors have made it possible for our commodity to win a good reputation in your district. The sales plan in the Agreement with you will soon be implemented. Your activities and abilities in sales promotion are praiseworthy, and we agree with pleasure to prolong this Agreement for one year, from June 1st, 2017 to May 31th, 2018.
We wish to reassure you of our readiness to cooperate with you in all aspects as heretofore.
Yours faithfully,
【Writing Q&A】写作答疑
商务信函中的You Attitude是什么
很多业务员的邮件，不断地说我们是最好的，总是以We、I、Our、My等开头，整篇邮件都在陈述自己的优点。这给人很强的认自我中心的感觉，很让人生厌。没有人会喜欢一个只关心自己、不在乎别人感受的人，而且客户并没有觉得这个同他有什么关系。在欧美500强的企业，过滤简历的时候，如果一封简历中用了多次“I”，就会被自动过滤掉，因为这会让人觉得这个应试者有个人中心倾向。
如果业务员能采用“You Attitude”，则邮件马上生色很多。客户的阅读兴趣也会有极大的提高。
对比一下如下两句话的区别：
We are promoting a new plan that we believe has many outstanding benefits.
（点评：你有一个新的促销，与我有何关系呢？）
You will be able to generate more sales & profits with our newly improved model****.
（点评：将客户的利益直接地点明，所以更有力。）
【Useful Expression】交流表达
1. We are pleased to confirm the agreement about the agency reached between us after so many discussions.
经过多次讨论后，我们欣然确认双方达成的代理协议。
2. The agency you will operate would begin from January 1st next year for a period of two years, subject to renewal.
贵方运营的代理关系将于明年1月1日开始，为期两年，以续签为准。
3. You will undertake not to sell the competing products of other manufacturers either on your account or on that of other suppliers.
贵方不能销售其他厂商的竞争性产品，不管是自己购买还是其他供应商供货。
4. From their reports, it seems clear that there is a good demand for your tools and as we believe you are not directly represented in China, we are willing to offer our services as your sole agent.
他们的报告清楚地显示了对贵方工具产品的旺盛需求。由于我们相信贵方在中国没有直接的销售代表，我方愿意作为贵方的独家代理为贵方提供服务。
5. In view of the network we own for distribution and rich experience in this field, we think that you will agree that a 5 percent commission on net sales is quite reasonable.
鉴于我方的分销网络和在该领域的丰富经验，我们认为贵方将会认同净销售额的5%的佣金是合理的。
6. After serious consideration, we think that it would be premature to commit ourselves at this stage when the record transaction shows only a moderate volume of business.
经过认真考虑，我们认为当销售记录显示只有中等的业务量时，在这一阶段建立代理关系为时过早。
7. Your activities and abilities in sales promotion are praiseworthy, and we agree with pleasure to prolong this Agreement for one year, from June 1st, 2017 to May 31th, 2018.
贵方的促销活动和推销能力值得赞扬，我们同意将协议延长一年时间，自2017年6月1日至2018年5月31日。
【Notes】词汇与短语
1.agreement n. 协定，协议
e.g. They dickered for hours over some of the details of the agreement.（他们就协议的某些细节讨价还价了好几钟头。）
2. agency n. 代理，中介；代理处，经销处
e.g. The advertising agency rang up 1.4 billion dollars in yearly sales.（这家广告代理商每年销售额达14亿美元。）
agency business 代理业务
sole agency 独家经理；唯一代理
agency agreement 代理协议；通汇契约
real estate agency 房地产公司
insurance agency 保险代理机构；保险代理行；保险代理公司
agency cost 代理成本
travel agency 旅行社
advertising agency 广告代理商
agency fee 代理费，中介费
shipping agency 船务代理，航运公司
employment agency 职业介绍所
news agency 通讯社
agent n. 代理人，代理商 adj. 代理的 vt. 由……作中介；由……代理
e.g. In consideration of your extensive experience in the field, we are glad to appoint you as our agent.（考虑到你们在这一业务范围的丰富经验，我们很高兴指定你们为我们的代理。）
e.g. Who will agent the deal?（那笔生意将由谁来代理?）
3. formal adj. 正式的；拘谨的；有条理的
e.g. A formal contract is signed which is renewable annually.（正式签订了每年可续签的合同。）
informal adj. （语言）非正式的；口语体的；不拘礼节的；友好随便的
4. renewal n. 续签，续约
e.g. Her contract is coming up for renewal in the autumn.（她的合同秋天就应该续签了。）
5. commission n. 佣金（Commission: a sum of money paid to a salesperson for every sale that he or she makes. If a salesperson is paid on commission, the amount they receive depends on the amount they sell）
e.g. We offer 1% commission on all your sales.（对你的销售额我们将给予1%的佣金。）
e.g. Our price is net without commission.（我们的价格是净价，不含佣金。）
e.g. If you worked with us, how much commission would you expect?（如果你和我们合作，你希望得到多少佣金？）
6. competing product 竞争产品
7. credit terms [金融] 信贷条件；[贸易] 赊销付款条件
8. consent n. 同意；（意见等的）一致；赞成
9. arbitration n. 仲裁
e.g. Arbitration：All disputes arising in connection with this Sales Contract or the execution thereof shall be settled by way of amicable negotiation.（仲裁：凡因执行本合约或有关本合约所发生的一切争执，双方应以友好方式协商解决。）
e.g. Both sides in the dispute have agreed to go to arbitration.（争执双方已同意提请仲裁。）
10. well-developed 发展良好的
11. prospect n. 前景；期望
e.g. The prospect is cheerful.（前景乐观。）
e.g. This vividly describes the great potential and the bright prospect of the cooperation in the region. （这生动地展示着这一区域合作的巨大潜力和这一合作的光明前景。）
12. mutual beneficial 互惠的
e.g. Our hope is to establish mutual beneficial trading relations between us.（我们希望能够在我们之间建立互利的贸易关系。）
13. distribution n. 分配，分布
e.g. His company has decided to use Belfast as its distribution base.（公司决定把贝尔法斯特作为销售基地。）
14. field n. 领域
e.g. We have drawn ahead of our competitors in that field.（在该领域，我们已经超过了我们的竞争对手。）
15. refer to
（1）涉及，谈到，提到；关系到
e.g. Referring to your letter of …（兹提及贵方的来信……）
（2）提交（某人或某机关考虑办理或决定）
e.g. They referred their plan to the management. （他们将计划提交管理部门。）
（3）认为……起源于；认为……与……有关；有……归属于；归功（或咎）于；归于
e.g. Mr. White referred his success to his hard work.（怀特先生说他的成功是靠勤劳工作而获得的。）
（4）引证；查阅，参考
e.g. If you don’t know the spelling of a word, you should refer to a dictionary.（如果你不会拼写一个词，你应当查一下词典。）
（5）向（某人）查询；让……找……（处理）
e.g. For further details, I refer you to the advisory department.（详细情况请与咨询处联系。）
e.g. The salesman referred me to the manager.（售货员让我去找经理。）
（6）适用于
e.g. These regulations refer to every foreigner.（这些规章适用于一切外国人。）
16. come to an agreement 达成协议
17. entrust vt. 委托，信托
e.g. We’ve decided to entrust you with the sole agency for cars.（我们决定委托你作为我们汽车的独家代理。）
18. proficient adj. 精通的，熟练的
19. advisable adj. 明智的; 可取的
20. Microwave Oven 微波炉
21. annual adj. 年度的；每年的
e.g. This week, the company mailed out its annual report.（本周该公司群发了其年度报告。）
e.g. Her annual turnover is around £45,000.（她的年营业额大约是4.5万英镑。）
22. premature adj. 不成熟的
23. volume of business n. 营业额；销售额
24. turnover n. 营业额
e.g. Unless you increase the turnover we can hardly appoint you our sole agent.（除非你们增加营业额，否则我们无法指定你们作为我方的独家代理。）
25. endeavor n. 努力，尽力
26. readiness n. 准备就绪；愿意，乐意
27. as heretofore 迄今为止
